Fake news, desinformação – palavras que infelizmente se tornaram parte da nossa vida quotidiana.

 

Face ao bombardeamento inescapável da informação, e à crescente agitação social, as empresas devem combater a desinformação.

 

In today's world, fewer and fewer things remain constant apart from the unstoppable flow of information. What makes this even more problematic are the lines of demarcation between advertising, entertainment and information. With the rise of genres such as "Infotainment", consumers are in a constant struggle to distil the truth.

 

Adulterated news and advertising

Digital marketing and advertising has become so sophisticated that some forms of it are almost unrecognizable as promotional campaigns. Brands are more concerned with how they help customers along their life journey than with exact products. These processes have made it harder to distinguish between content. Sources are becoming increasingly obscure.

Unfortunately, with this transformation has also come a greater sense of distrust. We're in an age where we can't be sure that the content we consume is credible, authentic, and has no other motives. In the case of fake newsThis problem is magnified and leads to serious unrest, or even worse, tragedy.

 

A desconfiança é má para os Negócios em tempos de desinformação

In the academic world, Internet literacy is at the forefront of contemporary education. It's time for companies to follow suit. Because if customers become so cynical that they stop believing in anything, then real value will no longer matter.

Companies have to fight disinformation. Because even if they are the most beneficial choice on the market, people will just see them as another empty promise. People will perceive looming catastrophes as hoaxes, leading to devastating crises. So it's time to act on these Corporate Social Responsibility objectives and make an effort to educate the public.

As empresas podem reagir a estas mudanças muito mais rapidamente do que as agências governamentais, e se não prestarem atenção agora, podem muito bem perder muitos dos seus clientes para campanhas de desinformação.

 

Honesty, Transparency and Community

Fortunately, communities are keen to join the conversation, to share their views on the issue. In many cases, they are prepared to take part in efforts if the opportunity arises and if the campaign is really valuable. Companies need to capitalize on this trend in order to generate trust, not just in their brand, but in society as a whole.

As organizações devem demonstrar honestidade, transparência e clareza significativas sobre como operam, quais são os seus objetivos. Desta forma, os consumidores podem familiarizar-se com a corporação, e experimentar uma ligação significativa com a mesma, não sendo apenas um sinal de virtude vazio.